Telecom Lead India:Ad spend on mobile web search will reach $12 billion per annum in five years’ time, three times the ad spend this year.
Usage of web search on mobile devices will be driven by continued adoption of high-usage tablets, with the number of these devices in-use reaching 672 million by 2017, according to Juniper Research.
Mobile search & discovery market is expected to generate $15 billion by 2017, driven by high-value clicks.
Augmented reality search is increasingly being deployed as an add-on feature, rather than a stand-alone product.
Adoption of discovery services for apps is driven by the number of applications on storefronts, but faces challenge from big brands (with Apple acquiring Chomp, and Facebook launching app centre).
The size of tablet displays is one of the primary drivers of this significant growth.
Juniper Research said tablet users on average make around three times as many queries as smartphone owners, and ten times the number made by users of other handsets.
While search engine providers will reap the rewards of mobile web search usage, brands advertising in this space need to ensure their websites are optimized for mobile clicks. Juniper’s report notes that if poor user experience ultimately prevent consumers from going on to make a purchase, ad spend is wasted.
Amazon and Marks & Spencer are among the few brands that have got this right, with many more key brands requiring further optimization to maximize the increasing opportunity from tablets.